Style at Home offers chic house-ware on a budget

This week, IPC Media launched new homes title Style At Home.

It follows a three-issue pilot for the magazine, which focuses on the value end of the home interest sector, and provides PR professionals with plenty of opportunities to secure coverage for clients.

Style At Home targets women who take a budget, hands-on approach to decorating, but who still care about style.

According to Style at Home editor Jennifer Morgan, readers of the pilot issues particularly liked the focus on stylish but affordable ideas, and achievable projects.

And the magazine has been well received by PROs.

Laura Weston, director of Iris PR, says: 'The content is a good mix of food and home, which makes it a great read, with the best of the homes sector and women's weeklies brought together.'

'It is a very modern magazine,' agrees Cara Ward, director of Pure PR: 'IPC knows the interiors sector and saw a gap in the market.'

She says the magazine is aimed at people who want to update their homes and require advice and expertise.

'There is a lot of shopping in the magazine and readers want the same advice you would normally get from a fashion magazine, but for their homes,' says Ward.

Style At Home has an editorial team of eight. The homes editor and editorial assistant are key contacts, who prefer to be emailed.

The magazine is divided into four sections - Love It, Buy It, Do It and Make It.

Morgan advises PROs to sell in ideas for these specific sections and says she is more likely to read pitches that identify a specific section.

Every feature is road-tested by a panel of women, who offer their own tips and ideas.

Each issue also includes a 12-page food magazine pull-out, which offers opportunities for food and drink clients.

Morgan says: 'These are a mixture of recipes from our in-house library and from PR professionals, so this is a big area for PROs to get involved in if they have food clients.'

While the main focus is on the print publication, its online presence will sit under IPC Southbank's Homes Network alongside IPC's other homes titles.

As a monthly title, the team works two to three months in advance, but with seasonal items the sooner they know about it, the easier it is to provide coverage - as long as the products featured are widely available at the time of publication.

However, Morgan says: 'If it is something we really want to include, we will go right up to the wire. It's about keeping in regular contact with us.'

She adds that PROs should not send in items that are too expensive for the magazine's budget-conscious readers.

Ward says the editorial team also seeks expert advice: 'If your client wants to be seen as a market expert, this is the perfect opportunity.'


Describe your readers

They are home-savvy women, who are long-term renters, first-time buyers, those with young families and those whose children have moved out. With first-time buyers getting older, the age of Style At Home readers varies from early thirties to 65-plus. Money is tighter for all groups, but they have some spare time on their hands to take a hands-on approach to their decorating.

What must PROs avoid?

Do not send in overpriced things. Be realistic with what you are sending. Do not clog up our inboxes with images that are too high in resolution. If you have identified a pitch with a section of the magazine, then I am more likely to read it. Even though our reach is broad - we have craft, gardening and food in the magazine - anything that is not homes content is not appropriate. We are a small team and very busy, so we cannot respond to everything, but we will file things for future issues. Trust us; we will come back to you.

What do you look for from PROs?

We would like a choice of images; lifestyle shots and cutouts. Also, accessibility is important - online libraries and look-books are useful so that we can source our own images. The right information is important too - price, dimensions, what it is made of and stockists.


First issue: On sale now

Frequency: Monthly; available at beginning of each month

Price: £1.99

Publisher: IPC Media

Contact:Editor Jennifer Morgan
Acting homes editor: Louise O'Bryan
Acting editorial assistant: Rachel Christie

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